What Google Ads management actually involves
Google Ads management is ongoing work: keyword research, campaign structure, bid strategy, ad copy testing, negative keyword management, audience layering and conversion tracking. When it is done well, the cost per lead from Google Ads drops consistently month over month as the account accumulates performance data and the management team applies it. When it is done badly, the account burns budget on broad match keywords that attract the wrong searches, ad copy that nobody clicks, and landing pages that traffic bounces from because the message does not match the ad.
The most important thing we bring to Google Ads management is proper conversion tracking. Without accurate conversion data, you cannot know which keywords, ad groups and campaigns are producing leads versus consuming budget without results. We set up conversion tracking as the foundation of every account before running a single dollar of ad spend.
Google Ads campaigns we manage
Google Search Campaigns
Keyword-targeted ads that appear when potential customers search for your products or services. We research keywords by intent, structure campaigns to match, write ad copy with strong CTR and manage bids to target your cost-per-lead threshold.
Google Shopping
Product listing ads for ecommerce stores. We manage the feed optimization, bidding strategy and audience layering that separates profitable Shopping campaigns from ones that generate revenue but no profit.
Performance Max
Google's automated campaign type that serves ads across Search, Display, YouTube and Gmail. Effective when the account has sufficient conversion data. We manage PMax alongside manual campaigns rather than replacing them outright.
Display Remarketing
Remarketing campaigns that re-engage visitors who have been to your site but did not convert. Typically the lowest cost-per-lead campaign type in an account when set up with proper audience segmentation.
Conversion Tracking Setup
Proper conversion tracking via Google Tag Manager covering form submissions, phone calls, live chat and ecommerce transactions. Accurate conversion data is the foundation everything else in the account depends on.
Monthly Reporting
Plain-language monthly report covering spend, impressions, clicks, conversions, cost per lead and how those metrics trended from the prior month. No dashboard full of metrics nobody asked for.
What makes a Google Ads management company worth paying for
The test is simple: does your Google Ads agency report on cost per lead, or do they report on clicks, impressions and click-through rate? Clicks and impressions are inputs. Cost per lead is the output that tells you whether the account is working. An adwords management company that cannot show you a declining cost per lead over time is not doing its job, regardless of what the traffic metrics look like.
We report on cost per lead every month. We set a target cost per lead at the start of every engagement based on your average deal size and close rate. We optimize the account toward that target. If we cannot hit it with the budget available, we tell you that before you commit, not after six months of spending.